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Men ages 18 to 29 are more likely than their female counterparts to recall having seen mobile ads and are much more likely to have enjoyed them, according to a study by InsightExpress. About a quarter of all smartphone owners said they were at least somewhat favorably disposed toward mobile ads.

Related Summaries

Retailers will lead the way in mobile-ad spending this year, comprising nearly one-fourth of the $28.7 billion projected to be spent on the platform, according to eMarketer. Retailers will also account for a quarter of the nearly $15 billion programmatic market.

McDonald's has signed up VMob to build fan loyalty with a mobile-voucher program. The targeted incentives would be aimed at younger consumers as McDonald's seeks to build the kind of success achieved by competitors with similar mobile programs.

Forty-four percent of millennials say they prefer using their phones to pay for small purchases, and 62% would be comfortable connecting payment information to a regularly used retailer's application, according to a JWT study that says brands could benefit from this knowledge as the use of cash becomes more limited.

Microsoft has been testing location-based geofencing with a 10-mile radius of North American retail stores in order to attract more foot traffic. In testing of geofencing initiatives for 75 stores in late 2013, Microsoft said it lifted foot traffic numbers by 89% compared to consumers who did not see the ads.

Men are more inclined than women to check their mobile phones for product information and price comparisons while shopping in-store, according to an InsightExpress survey. But large percentages of both genders use their phones for shopping at retail sites for a variety of reasons, which means retailers risk losing sales if they don't have a mobile presence, says Joy Liuzzo, vice president of mobile research InsightExpress.